German sportswear major Adidas is gearing up to take
advantage of sports tournaments such as FIFA World cup 2014, T20 World cup 2014 and IPL in the next two years. The aim is to tap growth for its India operations through these events.
Apart from these big tournaments, the company has also roped in cricketer Virat Kohli as its brand ambassador, keeping his current performance and track record in sight. It already has Sachin Tendulkar and Suresh Raina endorsing the brand.
On the other hand, Adidas is also working on reviving Reebok brand in India after the alleged Rs 850 crores fraud controversy last year. Adidas is reworking Reebok’s brand its identity as a premium label, the company is opening Fit-Hub stores under the Reebok brand umbrella to reposition itself as a fitness brand. Reebok recently roped in Bollywood actor John Abraham, known for his love for fitness, on board to endorse the brand.